John Lewis Boys and Girls clothes

September 4, 2017

There’s been a lot of media attention to John Lewis’ announcement of a commitment to avoid gender stereotypes – here’s our take.

We think this is great news. We recognise that clothing raises different issues to toys and books, which is why we leave clothes to our sister campaign Let Clothes be Clothes. But this commitment fits really well with our campaign aim that parents and children should be able to choose what interests them, without being directed by gender.

Just as with toys, taking down signs and labels doesn’t stop boys being boys, and girls, girls. If we see the change as ‘boys and girls having a free choice of the clothes/books/toys they like’, it perhaps doesn’t worry people as much. And that’s all this is about.

“We do not want to reinforce gender stereotypes and instead want to provide greater choice.” John Lewis

Not such a big deal for shoppers

Concerns that taking down ‘boys’ and ‘girls’ signs in toy stores meant throwing everything in a pile were clearly unfounded. Fourteen retailers have taken down signs since our campaign began, and people are finding dolls just fine under a sign that says ‘dolls’ instead of ‘girls’. John Lewis kids’ clothing sections are largely already organised by clothing type anyway (eg nightwear, outdoor, school), and other stores already do this: eg Mountain Warehouse.

JL been doing this for a while. This Jan17 top is a great example. Bcoz Why wouldn’t girls also like dinosaurs that glow in the dark? pic.twitter.com/9qeVHtgOsl

But quite a big deal for kids

Planning ranges by gender, whether it’s toys or clothing, can’t help but end up drawing on stereotypes about boys and girls, teaching children that boys and girls interests and abilities are totally different.

Designing for children should result in product ranges that cater for a variety of tastes and interests, from superheroes to sparkles (and maybe even both) allowing boys and girls alike to have fun, play in comfort, and be themselves.